Structural Relationship between Greenwashing in The Food Industry and Green Product Purchasing Attitude ; Verification of The Mediating Effect of Green Cynicism and Psychological Contract Violation

Recently, companies" greenwashing practices have been increasing by taking advantage of consumers" high interest in health and the environment. These corporate greenwashing practices can encourage consumers to distrust companies and affect their intention to purchase green products. do. Therefore, the purpose of this study is to demonstrate and verify how greenwashing in food advertising affects consumers" intention to purchase green products and the relationship between greenwashing and purchase intention between green skepticism and psychological contract violation. For the study, a survey was conducted on 379 consumers who had seen greenwashing advertisements to test the hypothesis. As a result of the analysis, it was confirmed that green washing in food advertising affects consumers" intention to purchase green products, and that green skepticism and psychological contract violation play the role of mediating variables. Therefore, by avoiding green washing when companies advertise food and reducing green skepticism and psychological contract violations felt by consumers, they will be able to be reborn as a company trustworthy by consumers through a new corporate image and brand trust.